“‘Ease off, before it kicks off’ – the message of Leicestershire Police’s new behaviour change campaign which aims to reduce and prevent violent crime within the night time economy caused by cocaine use.

Designed by police colleagues and behaviour change experts, the data-led campaign, which is aimed at men aged between 18 and 40-years-old, encourages men using cocaine on a night out to get support and take back control.

Launching today (Tuesday 1 August), #CharlieIsInControl comes following a detailed study which has shown a rise in low-level violence in the night-time economy related to cocaine use.

The campaign creatively turns ‘Charlie’, a reference for cocaine, into a character. Charlie’s influence becomes clear from the campaign video as he is presented as manipulative and controlling. A representation is made of how cocaine changes a person’s behaviour and the relationships they have with others.”

Read further from the Leicestershire Police (UK, August 2023)